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Rating: The mature Japanese couple with a high-sounding name—one which absolutely guarantees their technical and musical prowess—composes MIDI piano music that, let's be honest, is quite pleasant, albeit rather boring and simple, with an aftertaste reminiscent of a school play.
I believe that no one can appreciate this work solely for its musical merits (there are none).
A truly little-known album of MIDI tracks that, as the title suggests, according to them would fit perfectly in a supermarket.
Seriously. That's all. There is no deep meaning, just a bit of irony.
Nevertheless, listening is pleasant. Conceptually and acoustically valid. Cheap, saccharine, in the style of the theme songs from Biscione TV shows of the '80s, or the little orchestras from Fantozzi movies, it pleases both young and old, and is still catchy and perfect at a confidential volume—for your bathroom sessions.
You could take care of business and listen to a conceptual album, and that's not something that happens every day.
A collection of MIDI pop instrumentals with all the half-smile and seriousness that comes from the Land of the Rising Sun, hitting exactly what it sets out to do and nothing more.
So, what is the point of music being played inside supermarkets?
According to a new study from the School of Management at the University of Bath,(!!) those who shop from Monday to Thursday can expect in-store music to increase sales by over 10%.
People shopping at the supermarket on weekdays tend to be mentally fatigued from the workweek.
The music by our duo, played on loop, lifts their mood (which makes sense), making their decisions about what products to buy more intuitive.
With less attention to their purchases, people buy more products, indulge in additional items, or upgrade the quality of their planned purchases.
By Friday, with the weekend approaching, they already feel less exhausted and as a result, the music loses its power. People have more time, feel more relaxed and, consequently, perhaps happier. The way they process information and make shopping decisions changes, and the music no longer impacts their spending.
The traditional Monday-to-Friday workweek is so ingrained in society that the effect is noticeable even for those with a different work schedule, or for retirees.
And this is the insidious consumerist power of the weekend.
Supermarket music seems to have a calming effect on the mind, which influences how people shop.
On weekends, people are generally happier, so the positive effect of music is less evident. In fact, listening to music on the weekend could even make people buy less, probably because it adds another stress factor in an already hectic environment.
For supermarket managers, this might be an interesting investment to boost marketing during the week, but clearly, they will have to look for other techniques to achieve the same effect on weekends, when consumers feel more energetic and less susceptible to this particular branch of subconscious marketing.
Anyway, I'd rather listen to the Japanese than to the local supermarket radios, which range from Inti Illimani to Italians with autotune, with raspy, slurred-voiced DJs commenting or not commenting on cosmic nothingness.
So? Happy shopping. Or alternatively, a liberating session in the toilet. (which definitely deserves an honorable chance).
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